eMetrics Summit London 2016 - Creating an Effective Digital Service through Insight Driven Design

Creating an Effective Digital Service through Insight Driven DesignDominic Hurst, digital services lead @LJMU

dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital

The story so far…

2013…

• A legacy content management system • Devolved content authors (300+) • A small but perfectly formed web team that was moved often • No investment • A requirement to do something amazing with no additional resource • Working in isolation

dominichurst.com | @dh_analytics

http://dominichurst.com

The story so far (in metrics)…

2013…

• GA old school installation • 2 accounts (each with 1 property and 50 views!) • Both accounts used on all websites • Devolved users - Devolved reporting • No event tracking

Confusion, lack of control, vanilla metrics, time consuming analysis, inaccurate with no quality assurance



The story so far (in metrics)…



How we operate today…

2016…

• 1 GA account per service, properties to reflect product live cycle (dev, alpha, beta, live) and multiple views (raw and filtered)

• GTM/ Datalayer for advanced metric creation - event/ custom dimensions…

• CMS crossover (optimisation, personalisation and automation) • Session recording • Feedback tool crossover



data driveninsight driven

Data/ Insight acquisition

image cc paranoiamagazine.com

http://nationalvendingblog.com

How we gather insights


acquire goals define KPI’s

add additional

configuration

build & disseminate

reports

segment & analyse

uncover insights & hypothesis

test implement change




acquire goals

define KPI’s

add additional configuration

build & disseminate

reports

segment & analyse


test

implement change



But there is a new way!

Agile developmentsAgile marketingAgile insights

(Ok Stéphane Hamel came up radical analytics) (and Alistair Croll and Benjamin Yoskovitz came up with lean analytics)





acquire goals

define KPI’s


build & disseminate

reports

segment & analyse


test

implement change


segment & analyse


segment & analyse

uncover insights &

hypothesis

test

implement change

test

implement change


segment & analyse


test

implement change



lets focus on







How do LJMU use insights

image cc discovermagazine.com


Visual awareness - online


bit.ly/LJMUdashboards


Visual awareness - boardroom


1.1Courseengagement

59.13%

1.2Courseapplicationintent

7.01%

1.3Opendaybooking

0.00%ofuserssuccessfullybookanopendayevent

Why0%?-UnfortunatelythisareaofthewebsitecannotbetrackedduetolegacyintegrationwithourCRM

ofcoursepagesareinteractedwith

ofcoursepageswhereauserhasstartedanapplication

0.00%20.00%40.00%60.00%80.00%100.00%

0

500

1000

1500

Sep-15 Oct-15 Nov-15 Dec-15 Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16

bookingsstarted %completed

0.00%20.00%40.00%60.00%80.00%100.00%

0

50000

100000

150000


pageviews %engagement

0.00%

5.00%

10.00%

15.00%

20.00%

0

50000

100000

150000


pageviews %intent


Collectiveness



Strategic

Were focused

Strategic drivenStrategic prioritised

Strategic hypothesised



Strategic


acquire goals

segment & analyse


test


always learningalways sharing

Case study 1Course pages

image cc ljmu.ac.uk


Case study

Goal - Course engagement, course application, open day bookings Segmentation - by level, engagement, device, page depth… Insight & Hypothesis - we knew what we were missing, we knew users didn't see everything, we knew CTA’s weren't at the levels we wanted

Tests - restructure the content, personalise the content



Case study



Case Study

Lessons learnt - Original hypothesis is correct, but order or content can be improved through personalisation

We need stronger hypothesis the more deeper we go into insights



Case study 2Open Days

image cc ljmu.ac.uk


Case study

Goal - Open day booking Segmentation - by type of user, time of day, location, source, time before the event Insight & Hypothesis - we know too many fields is an issue, we know users are more likely to attend (and fill in form) the closer the event is

Tests - De clutter the page/ make CTA “the” option, split the form (short one now, 2nd form later in user journey)



Case study



Case study



Case Study

Lessons learnt - Business legacy processes a problem, as too peoples opinions

Tradition vs a new way - uncertainty



Case study 3Language

image cc ljmu.ac.uk


Case study

Goal - ? Segmentation - Geo ID Insight & Hypothesis - Wouldn't it be nice to have a welcome message per country on the homepage?

Tests - Replace main homepage CTA!



Case study



Case Study

Lessons learnt - Don't do a test with no data. Don't do a test with no valid hypothesis

We are though testing on images on key pages per country as certain markets like to see facilities.



digital servicesblueprint

blueprint strands

we’re redefining done

we’re always learning

we’re user focused

we’re insight driven

we’re open

“Use your own best practice, stop copying your competitors — they may not know what the f*** they are

doing either” - Peep Laja


To deliver better experiences we have to understand what our users are doing, thinking and their behaviours online ... We have to make decisions and be able to refocus direction with agility. This is only possible if we act on insight, not just data


Scaling the experience

Vanilla EXPERIENCE

Optimised EXPERIENCE

Personalised EXPERIENCE

Automated EXPERIENCE



#Tip 1 - Drive the technology

• Evolve the technology around you, not you around the technology • You can track, test and personalise anything; but that doesn’t mean

you should do • Integrate platforms to add valuable insight







• Evolve the technology around you, not you around the technology • You can track, test and personalise anything; but that doesn’t mean

you should do • Integrate platforms to add valuable insight



#Tip 2 - Buy in

For this to work (in general) you need buy in from management and co-workers

Don’t be the team that meddles and annoys people, be the team that adds value… but that’s hard

• Show • Tell • Test



Your to do list

image cc riskology.co


Your to do list

• Start insight generation early • Collaborate and share • Prioritise where you add value to the user • Keep learning, keep improving • Don't stop (trying, failing, iterating, believing)



Thank you

Dominic Hurst, digital services lead @LJMU

dominichurst.com | @dh_analytics playground.ljmu.ac.uk | @LJMUDigital

Data & Analytics

eMetrics Summit London 2016 - Creating an Effective Digital Service through Insight Driven Design